WASHINGTON STAT E UNIVERSITY ATHL ETICS DEPARTMENT Brand Identity Guidelines
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IN TRODUC T ION About Our Identity............................................................................. 05 Goal . . ................................................................................................. 07 Concept............................................................................................. 09 Brand Architecture............................................................................. 10 IDEN T I T Y Color Primary........................................................................................ 13 Typography Primary........................................................................................ 16 Secondary.. .................................................................................. 18 Primary Identity Logotype..................................................................................... 20 Secondary Identity Wordmarks. . ................................................................................. 26 Primary Logotype & Wordmark..................................................... 34 Ter tiary Identity Spor t- Specific Wordmarks. . .......................................................... 36 RESOURCES Identity Standards . . ...................................................................... 41 Use Proper Ar twork...................................................................... 42 Using Trademarks & Registered Marks.......................................... 46 Electronic Files . . ........................................................................... 47
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Introduction
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Introduction
ABOUT OUR IDENTITY The Washington State Athletics brand is distinguished by a simple philosophy: To cultivate a championship athletics program that promotes excellence, qualit y and accountability. This new concept creates a cohesive identity program that not only respects the traditions of the university but also looks ahead to the promise of a great future. The qualities and values of Washington State Athletics are expressed in the design of its brand identity. These guidelines allow strategic par tners to work with the elements of the design so that their application and presentation achieves a powerfully consistent ef fect. This manual provides simple ground rules. By following these guidelines in our communications, we contribute to the rising reputation for excellence across the country and around the globe. Presenting the Washington State Athletics visual identity with consistency and quality is crucial in maintaining our competitive edge as a leader. It is imperative that we always use these guidelines when designing any materials for athletics. These guidelines will not constrain creativity but will ensure the full and beneficial impact of the athletics brand image.
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Introduction
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Introduction
GOAL To promote consistency across Washington State Athletics by developing a strong, timeless and innovative athletic identity system that ref lects the unique characteristics of Washington State University.
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Introduction
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Introduction
CONCEPT With the publication of these brand guidelines, we introduce the new Washington State Athletics identity. Comprised of new wordmarks as well as refined colors and typefaces, this new brand identity is being introduced to underscore the Athletics Depar tment ’s commitment to a strategic direction that is anchored to athletic and academic excellence. The identit y has been enhanced to reinforce the core values of Washington State Athletics. Its essence includes strength of character and exceptional performance both in the classroom and on the field of play. Washington State Athletics embodies the following at tributes: Unif ication Toughness Passion Loyalty Pride
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Introduction
BRAND ARCHIT ECT URE Primary—T he Statement A consistent primary identity has been developed to accurately represent the university and confidently position it for the future. The identity is both timeless and strong. Reinforcement of the primary mark will build worldwide brand equity.
Secondary—T he Suppor t The secondary identity works closely in suppor t of the primary identity to represent the university. It gives the identity f lexibility while staying consistent with the primary look and feel.
Ter tiary—T he Connection The ter tiary identity connects with specific programs and traditional mascots. These marks can supply freshness to products when needed as well as representing specific aspects of the university.
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Introduction
STAT EMENT
SUPPORT
CONNECTION
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Identity
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Identity
COLOR PAL ET T E The colors we choose — as well as how those colors are combined with other design elements — work together to create a unique and compelling brand expression. The more consistently we use color, the more powerful our brand will become. A consistent color palet te allows for instant team identification. Refinement of the existing color palet te includes Dark Steel Grey as well as clearly defining Cougar Crimson. Correct use of color will enhance the impact of the identity and dif ferentiate the brand from competitors.
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Identity
Color provides a strong visual link to our brand identity across a wide range of applications. Crimson, White and Dark Steel Grey ser ve as the brand’s primary colors for print, electronic and environmental applications. A palet te of colors has been chosen as the Washington State Athletics color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Washington State brand identity across all relevant media.
NOTE Embroidery specification at right is Madeira. Whenever possible, use PANTONE colors for print materials. CMYK values can be used when digital printing is necessary. Pantone 877 is Metallic Silver and should only be used as an accent and/or highlight color.
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Identity
PAN TONE 201C
WHI T E
PAN TONE CG11
BL AC K
PAN TONE 877C
PAN TONE 4 40
CMYK
RGB
T EXT IL E
EMBROIDERY
C:
0
R:
19 —1543 TC
1181
M:
100
G: 30
Y:
65
B:
K:
34
152
50
CMYK
RGB
T EXT IL E
EMBROIDERY
C:
0
R:
11— 0601 TC
1005
M:
0
G: 255
Y:
0
B:
K:
0
255
255
CMYK
RGB
T EXT IL E
EMBROIDERY
C:
44
R:
14 —1159 TC
2396
M:
34
G: 86
Y:
22
B:
K:
77
83
90
CMYK
RGB
T EXT IL E
EMBROIDERY
C:
0
R:
18 — 4005 TC
1041
M:
0
G: 42
Y:
0
B:
K:
100
44
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CMYK
RGB
T EXT IL E
EMBROIDERY
C:
0
R:
14 — 5002 TC
1087
M:
0
G: 214
Y:
0
B:
K:
40
214
209
CMYK
RGB
T EXT IL E
EMBROIDERY
C:
63
R:
19 — 4205 TC
1241
M:
62
G: 46
Y:
59
B:
K:
88
56
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Identity
TYPOGRAPHY Primary Typography is a powerful tool within our identity system that unites athletics. It plays an impor tant role in communicating an overall tone. Careful use of typography reinforces our personality and ensures clarity and harmony in all athletics communications. To aid in creating a consistent look for a wide variety of athletics-related communications, two typefaces are included in the identity manual. A custom t ypeface Cougar Bold has been designed with unique let ter par ts that are carried throughout the alphabet. These unique characteristics form a distinctive, readily identifiable typeface. Consistent use will enhance the overall identity, promote consistency across athletics and build equity in the brand.
Numerals Custom numerals have been designed to complement the wordmarks as well as unite athletics across multiple spor ts. The numeral system, consisting of lef t and right numerals, has been developed to fur ther distinguish Washington State University from the competition.
NOTE There is no lowercase version. Do not use this font for large bodies of copy and never more than one sentence. The exclusive typography is a custom hand-designed font. There is no lowercase version. Do not try to create a lowercase version.
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Color Variation The font can be used in the following color variations:
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Identity
TYPOGRAPHY Secondary The secondary sans- serif typeface Univers was selected to complement the primary typeface and directly tie back to the university identity. Univers is par t of a family that of fers a range of weights, providing great versatility and legibility in print and electronic applications. It may be used as headline and body copy for athletics depar tment marketing materials and suppor t verbiage. (i.e., specific spor t marks, event tickets, brochures, etc.) Univers is a neo - grotesque sans- serif typeface designed by Adrian Frutiger in 1957. Dif ferent weights and variations within the type family are designated by the use of numbers rather than names. Frutiger envisioned a large family with multiple widths and weights that maintained a unified design idiom. Currently, the Univers type family consists of 44 faces, with 16 uniquely numbered weight, width and position combinations.
NOTE Only variations of the font shown here may be used. Do not use outline, shadow versions, etc. The supporting typeface is not to be used as the primary display font. 18
Identity
Univers 55 — Roman
AB C DEF G HI J K L M N OP Q RST U V W X Y Z ab c def ghi j k lm nop q rst u v w x y z 012 3 4 5 6 7 8 9 Univers 6 5 — Bold
ABCDEFGHIJKL MNO PQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 012 3 4 5 6 78 9 Univers 75 — Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Univers 73 — Black Extended
AB C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9
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Identity
PRIMARY IDENTITY Logotype The Cougar head logotype is the primary representation of the brand and is used as the main identifying device for athletics. The Cougar head is a unique and recognizable symbol. Reinforcement of the primary identity will build equity in the brand. The logo was created by Randall Johnson in July 1936 while a student at then named Washington State College. Employed as a college sign painter that summer, Johnson, a fine ar ts major, was working for Fred Rounds, the college architect and head of the Depar tment of Buildings and Grounds. In 1958, when the university ’s name was changed to Washington State University, Johnson tweaked the logo to ref lect the revised name. The logo has been in feature films, placed on World War II fighter jets and has even been in outer space when astronaut John Fabian wore a logo pin aboard the space shut tle.
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Protected Area The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
X
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X
Identity
Color Variation The logotype can be used in the following color variations:
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. A “clear area” around the logo equivalent to “X” should be incorporated into any design using the logo. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
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Identity
Use Restrictions The logotype can only appear as specified in these guidelines. This is impor tant in ensuring the desired consistency in the way the logotype is used, which promotes ef fective recognition in the market. The char t on the opposite page provides recommended use of the various marks on specific applications.
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Identity
APPLICATION
TWO—COLOR SOLID
ONE—COLOR SOLID
ONE—COLOR REVERSE SOLID
4/c printing 2/c printing 1/c printing Electronic Media (Web, PowerPoint) Word Processing (Word) TV Billboards, signs, posters Embroidery Silk screen Embossing/Debossing Etching/Engraving Thermography Painting Monochrome LCD display
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Identity
SECONDARY IDENTITY Wordmarks The wordmarks are bold graphic treatments creating a clear, consistent and visually memorable identity. The representation of the words Washington State, Cougars and WSU become visual symbols of the Washington State Athletics organization. They incorporate unique structural elements to create a powerful look that distinguishes the university ’s wordmarks from other universities. The wordmarks have been specially designed and cannot be created by typeset ting the wording.
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. Wordmarks (Washington State, Cougars and WSU) can be used on their own without the primary mark.
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Identity
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Identity
SECONDARY IDENTITY Washington State Wordmark—Protected Area The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. A “clear area” around the logo equivalent to “X” should be incorporated into any design using the wordmark. It is very important that designers or desktop publishers do not attempt to construct the wordmark themselves. Do not reproduce by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
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Identity
X
X
Color Variation The wordmark can be used in the following color variations:
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Identity
SECONDARY IDENTITY Cougars Wordmark—Protected Area The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. A “clear area” around the logo equivalent to “X” should be incorporated into any design using the wordmark. It is very important that designers or desktop publishers do not attempt to construct the wordmark themselves. Do not reproduce by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
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Identity
X
X
Color Variation The wordmark can be used in the following color variations:
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Identity
SECONDARY IDENTITY WSU Wordmark—Protected Area The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. A “clear area” around the logo equivalent to “X” should be incorporated into any design using the wordmark. It is very important that designers or desktop publishers do not attempt to construct the wordmark themselves. Do not reproduce by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
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Identity
X
X
Color Variation The wordmark can be used in the following color variations:
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Identity
PRIMARY MARK/WORDMARK The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
NOTE Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. A “clear area” around the logo equivalent to “X” should be incorporated into any design using the wordmark. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.
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Identity
X
X
X
X
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Identity
T ERTIARY IDENTITY Spor t- Specific Wordmarks Spor t- specific marks supply freshness and uniqueness to products when needed, as well as represent specific athletics programs. Spor t- specific wordmarks unify athletics and promote consistency across the brand by sharing a common visual language and hierarchy. Each spor t benefits from identification as par t of Washington State Athletics. Fur thermore, the system communicates the diversity of the athletics program while building the core brand.
NOTE Font is Univers 75, Black. Keep tracking consistent. The “sport� can extend beyond the boundaries of the wordmark.
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Identity
Color Variation The wordmark can be used in the following color variations:
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Identity
T ERTIARY IDENTITY Spor t- Specific Wordmarks The first decade of the new century featured a multitude of athletic and academic accomplishments by Washington State student- athletes and athletics programs. Varsit y athletics includes men’s baseball, basketball, cross country, football, golf and track and field as well as women’s basketball, cross country, golf, rowing, soccer, swimming, tennis, track and field and volleyball. In the past, WSU had varsity programs in boxing, wrestling and gymnastics. In 1937, Roy Petragallo and Ed McKinnon won the NCAA boxing championship, WSU’s first national championship. The men’s track and field team won the 1977 NCAA Men’s Indoor Track and Field Championship.
NOTE Font is Univers 75, Black. Keep tracking consistent. The “sport” can extend beyond the boundaries of the wordmark.
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Identity
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Resources
IDENTITY STANDARDS Specific usage standards have been established for application of the identity, providing a quality control system to ensure that each individual component is used correctly. Visual parameters have been established with examples of logo propor tions and “correct” and “incorrect” usage. These standards should be adhered to whenever possible in order to maintain the integrity of the identity program. By following these guidelines in all our communications, we each contribute to Washington State University ’s reputation for excellence across the country and around the globe.
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Resources
USE PROPER ARTWORK For reproduction, use only the digital ar twork on the disc supplied. The examples to the right and on the following pages illustrate some of the most common application errors. Adhering to these guidelines will ensure proper reproduction and application of the identity.
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Resources
At no time should anything (other logos, type, etc.) be placed over the Primary Mark.
CORRECT
X
All elements surrounding the Primary Mark must adhere to the prescribed distance requirements.
X
INCORRECT
X
X
CORRECT
INCORRECT
CORRECT
INCORRECT
CORRECT
INCORRECT
CORRECT
INCORRECT
The Primary Mark should not be used as a repeated element in closed pat terns.
All wordmarks or suppor t type must be positioned below the Primary Mark and should adhere to the outlined propor tions.
The Primary Mark should not be modified, stretched or distor ted in any way.
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Resources
The Primary Mark should not be used in any other color combinations other than those specifically called out in this identity manual. Some color variations are acceptable for consumer products, contact licensing for approval. CORRECT
INCORRECT
The Primary Mark should not appear against any distracting textures or repeated pat terns.
INCORRECT
The Primary Mark should not be outlined in any other way other than those specifically called out in this identity manual.
CORRECT
Wordmark Usage: The recommended minimum size for printing wordmarks on all materials is .25” in cap - height.
INCORRECT
.25” .25” .25” CORRECT
The Primary Mark should not be used as an outline.
CORRECT
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INCORRECT
Resources
At no time should ef fects be added to the Primary Mark. (Glow, Posterize, etc.)
CORRECT
INCORRECT
CORRECT
INCORRECT
CORRECT
INCORRECT
Do not crop the Primary Mark in any way.
Do not fill the Primary Mark with a gradient or pat tern.
Do not place the identity marks on busy photographic backgrounds.
INCORRECT
Do not add additional elements to the Primary Mark.
CORRECT
INCORRECT
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Resources
REFERENCES Using Trademarks and Registered Marks The logos and wordmarks are registered marks of Washington State University and must include the ® or ™ designation whenever they are used. Washington State® Cougars® WSU™ Any individual, organization or company wishing to use Washington State University ’s logos and trademarks must obtain the right to do so in writing from the university. All uses of Washington State University ’s logos and trademarks must be licensed and shall be regulated by the Licensing Program. All images, logos, designs and other marks in this standards manual are trademarks owned by Washington State University. By accessing and using any of the images, logos, designs or marks in this standards manual, you are agreeing not to reproduce or other wise use any of the images, logos, designs or marks, except in accordance with the terms of your contract with Washington State University or as other wise expressly permit ted by an authorized WSU representative.
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Resources
EL ECTRONIC FIL ES The entire Washington State Athletics Identity Standards Manual is also included as an interactive Adobe Acrobat PDF file on the supplied CD. All content in this printed manual is also included on the supplied CD as master Adobe Illustrator files as well as individually as EPS files in Pantone, CMYK and RGB color spaces.
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Resources
Washington State University has delegated the responsibility for this program to the Depar tment of Intercollegiate Athletics ( Trademark Licensing Program). A formal Licensing program has been established to insure Washington State University ’s control of its identity; facilitate the process of securing authorization for legitimate third par ty uses; and to insure that WSU secures a legitimate royalty from the promotional use of the marks. Trademark Licensing Program P.O. Box 641227 Pullman, WA 99164 -1227 Phone: (509) 335 - 2202 Fax: (509) 335 - 8734 Reproduction of any logos or wordmarks is prohibited without the approval of Washington State University.
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